“Simon’s philosophy parallels a lot of what we’re seeing in the craft brewing industry: an inspired and innovative community, filled with passion, stories and people doing what they love most — brewing beer,” said Paul Gatza, director, Brewers Association, in the press release. “As craft brewers continue their commitment to quality and work towards an aspirational goal of increasing market share to 20 percent by 2020, we hope that attendees at the Craft Brewers Conference will draw on Simon’s insights and inspiration.”

Sinek is best known for popularizing the concept of “Why”— the belief that people don’t buy what you do; they buy why you do it. He’s apparently an adjunct staff member of the RAND Corp., one of the most highly regarded think tanks in the world, even though it totally sounds like a Cobra front. He also serves on the board of the Tami Stronach Dance Co. and is the author of two books: the global best seller, Start With Why: How Great Leaders Inspire Everyone to Take Action and his newest book, Leaders Eat Last: Why Some Teams Pull Together and Others Don’t.